Hasil untuk "Commerce"

B. Sarwar, G. Karypis, J. Konstan et al.

David Gefen, D. Straub

The technology acceptance model (Davis 1989) is one of the most widely used models of IT adoption. According to TAM, IT adoption is influenced by two perceptions: usefulness and ease-of-use. Research has shown that perceived usefulness (PU) affects intended adoption of IT, but has mostly failed to do so regarding perceived ease of use (PEOU). The basic proposition of this study is that this varying importance of PEOU may be related to the nature of the task. PEOU relates to assessments of the intrinsic characteristics of IT, such as the ease of use, ease of learning, flexibility, and clarity of its interface. PU, on the other hand, is a response to user assessment of its extrinsic, i.e., task-oriented, outcomes: how IT

David King, H. Chung, J. Lee et al.

Xi Hu, Xiayu Chen, R. Davison

ABSTRACT Social commerce (s-commerce)—the use of social media to support electronic commerce—has become pervasive. This paper aims to investigate an important type of consumer behaviour that could generate considerable economic value: impulsive purchase behaviour. Specifically, we focus on the role of peer influence. Social influence theory posits that the process via which peers change a consumer’s behaviour can be interpreted along two dimensions: informational and normative. Furthermore, drawing from literature, source credibility and social support are proposed as the antecedent factors of the influencing processes in this context. We surveyed 303 s-commerce participants in Sina Weibo to empirically test the research model. The results indicate that peers’ expertise and trustworthiness are significantly related to both types of social influence that could exert an influence on a consumer. Further, consumers’ exchange of informational and emotional social support significantly facilitates social influence among them. This study contributes to both the s-commerce and the impulsive purchase literature by revealing the role of peer influence in consumers’ impulsive consumption behaviour in the s-commerce setting. The practical implications are also illustrated in the paper.

Jee-Won Kang, Young Namkung

Abstract This study examines customer’s decision making when purchasing food product through O2O commerce applying the elaboration likelihood model (ELM) and the technology acceptance model (TAM). Further, this research investigates which information processing path, central route (information quality) or peripheral route (source credibility), is related to purchase frequency. Results of the data analysis demonstrate (1) the positive relationship between information quality, perceived usefulness, and perceived ease of use; (2) the significant relationship between source credibility, perceived usefulness, and perceived ease of use; (3) the significant influence of perceived usefulness and perceived ease of use on customer trust; and (4) the significant relationships among customer trust, attitudes, and behavioral intentions. In addition, customers with high purchase frequency tend to process messages via the central route, while customers with low purchase frequency focus on the peripheral route. These findings provide theoretical and managerial implications that contribute to O2O commerce marketing.

Mengqi Fei, Huizhong Tan, Xixian Peng et al.

Abstract Unlike general e-business, e-commerce livestreaming innovatively enables anchors to use instant social functions to communicate with viewers and present products in more vivid ways. However, little research has been done to understand the effects of social cues in e-commerce livestreaming. Drawing on stimulus-organism-response (S-O-R) theory, we develop a two-phase research framework to examine how two widely used social cues (i.e., herding message and interaction text) can affect viewers' attention allocation procedure and purchase intention when watching e-commerce livestreaming. We also propose that anchor characteristics (i.e., attractiveness) may moderate the effects of social cues. To examine the above effects, we conduct a within-subject eye-tracking experiment. Using generalized linear mixed-effects models, we find that both herding message and interaction text can capture exogenous attention. In terms of endogenous attention to the product and anchor, interaction text shows a negative distracting effect, whereas herding message shows a positive spillover effect, negatively moderated by anchor attractiveness. Moreover, endogenous attention is positively related to purchase intention, while the effect of exogenous attention is relatively more complex, involving the competing mechanisms of the distracting effect and social influence. Theoretical and practical implications are discussed.

Xiaolin Lin, Xuequn Wang, Mahmood Hajli

ABSTRACT Consumers are relying increasingly on social commerce for making their purchase decisions, and e-vendors have great interests in applying social commerce features in the traditional e-commerce sites to increase sales. Although the importance of trust has been well recognized in the literature, the previous studies have mainly focused on trust in e-commerce sites and failed to incorporate its multidimensional nature to study consumer behavior. To gain further insights into consumer decision-making, this study aims to develop a social commerce trust-based consumer decision-making framework. Based on the social-technical theory, we conceptualize social commerce trust in a multidimensional view including trust in social media, trust in e-commerce sites, trust in social commerce features, and trust in consumers. Data were collected from an online survey taken by U.S. Amazon consumers. Our results strongly support our new conceptualization of social commerce trust and demonstrate its importance by examining its effects on e-commerce outcomes. Further, trust in consumers and trust in social commerce features have stronger effects than trust in e-commerce sites and trust in social media in the formation of social commerce trust. Our study contributes to the theory by introducing the new conceptualization of social commerce trust and advancing our understanding of how to enhance social commerce trust. Practitioners can gain insights into the implementation of social commerce for building consumer trust and increasing sales.

Graeme McLean, Kofi Osei-Frimpong, Khalid Al‐Nabhani et al.

Abstract This paper provides an empirical perspective into the antecedents and outcomes of consumer attitudes towards retailers' mobile commerce (m-commerce) applications (apps). A longitudinal perspective was obtained from 474 consumers over a period of 12 months. The research examines the variables influencing consumer attitudes and behaviours during the initial adoption phase (1 month) of a retailer's m-commerce app compared to the usage phase (12 months) of the app. Previous research primarily outlines some of the determinants of mobile app adoption; moving beyond this, through a direct comparison with the same set of consumers at each phase of the research the results illustrate significant differences between the variables influencing consumer attitudes towards the m-commerce app at the initial adoption phase compared to the usage phase. Additionally, the results assert that, over time (following the usage phase), positive attitudes towards the app results in increased purchase frequency through the app, positive attitudes and loyalty towards the brand. The results further reveal the influence of smartphone screen size on consumer attitudes and behaviours.

Waqar Nadeem, Amir Khani, Carsten D. Schultz et al.

Abstract Increasing interest in social commerce has been accompanied by concerns about creating high-quality customer relationships. Brands are particularly interested in how they may foster the creation of commitment and loyalty regarding their online social commerce communities. The present study contributes to this question by examining the relationship between social presence and customer relationship quality by means of customer commitment and loyalty. More specifically, this study clarifies the role of social commerce trust in this relationship. Based on 189 questionnaires from social commerce users, the direct relationships between social presence and commitment as well as loyalty are not supported, in contrast to prior findings. The results show that social commerce trust fully mediates the relationship between social presence and commitment as well as loyalty in social commerce online brand communities.

Zoran Kalinić, Veljko Marinković, Ljubina Kalinić et al.

Abstract The mobile commerce (m-commerce) industry has rapidly grown in value in recent years, as has the number of m-commerce service providers and interest in it from consumers and academia alike. In order to ensure customer loyalty, providers must determine which factors influence consumer satisfaction in m-commerce. Therefore, the objective of this study is to determine and rank the significant predictors of satisfaction in m-commerce. The paper also develops a procedure for artificial neural network model design and parameter setting in technology acceptance studies. Data was collected from 224 users of m-commerce services. The results presented are based on a combination of structural equation modeling (SEM) and artificial neural network (ANN) analyses. A multi-layer perceptron was used for ANN modeling. The results show that the optimal ANN model has one hidden layer and a sigmoid as an activation function in both layers, while the number of hidden nodes should be determined using a recommended rule-of-thumb. In addition, mobility and trust were found to be the most significant determinants of consumer satisfaction in m-commerce. The results of the study are significant as they have important implications for both academia and companies, due to the fact that some of the factors investigated in the study, such as mobility, have rarely been explored in previous consumer satisfaction studies, but were proved to be very significant. Another important result of the study is the proposal of a detailed procedure of ANN model design and the recommendations made for the selection of ANN model architecture and parameter settings.

Xiong Li, Xiaodong Zhao, W. Xu et al.

Abstract Scientifically judging and comparing different mobile e-commerce retailing applications (apps) are essential to increase online shopping efficiency and enhance design for system improvement. In this research, the use of mobile apps in e-commerce retailing is viewed as an information operation process, and distance of information-state transition (DIT) theory is introduced to measure the “convenience” of mobile apps to obtain service information. Thus, a novel DIT-based evaluation method for the ease of use of mobile apps in e-commerce retailing from the perspective of consumer online shopping behaviour patterns is proposed. Three representative Chinese enterprises, namely, Tianmao Mall, Jingdong Mall and Suning Easy-to-buy, are chosen as study objects. Moreover, the corresponding ease-of-use indicators of three mobile apps under typical online shopping behaviour patterns are evaluated quantitatively. Results show that this research has important implications not only for online consumers but also for designers of online shopping systems.

Ruibin Geng, Shichao Wang, Xi Chen et al.

Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context. Design/methodology/approach This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias. Findings The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance. Originality/value This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.

Наталія Пігуль, Надія Дехтяр, Олексій Захаркін

В умовах воєнної невизначеності та економічної дестабілізації особливої актуальності набувають питання ефективного фінансового забезпечення діяльності підприємств як ключового чинника їх стійкості та відновлення. Визначальним є пошук нових інструментів мобілізації фінансових ресурсів, що сприятимуть післявоєнному розвитку економіки України. Метою статті є поглиблення теоретичних засад і узагальнення практичних аспектів фінансового забезпечення функціонування та розвитку підприємств України з урахуванням впливу воєнних ризиків і нестабільності зовнішнього середовища. У роботі використано комплексний науковий підхід, що поєднує теоретичне узагальнення, системний, порівняльний, структурно-динамічний аналіз. Дослідження базується на статистичних даних за 2013–2024 рр., що дало змогу простежити трансформації у складі джерел фінансування підприємств та оцінити ефективність механізмів фінансового забезпечення. Теоретичне значення роботи полягає у систематизації наукових підходів до визначення сутності поняття «фінансове забезпечення підприємства» та запропоновано власне трактування даної категорії як інтегрованої системи організаційно-економічних, правових, фінансово-управлінських і контрольно-аналітичних механізмів. У ході дослідження здійснено оцінювання структури джерел фінансування підприємств України; виявлено домінування короткострокових зобов’язань і недостатність власних та довгострокових ресурсів. Охарактеризовано трансформацію механізму фінансового забезпечення в умовах війни; систематизовано джерела фінансування у довоєнний, воєнний і повоєнний періоди. Обґрунтовано стратегічні напрями підвищення ефективності фінансового забезпечення діяльності суб’єктів господарювання. Оригінальність дослідження визначається інтеграцією макро- і мікрорівневих аспектів фінансового забезпечення та розробленням адаптивного механізму, що враховує особливості воєнної економіки. Практична цінність полягає у можливості використання запропонованих рекомендацій при формуванні фінансових стратегій підприємств. Подальші дослідження доцільно зосередити на кількісному моделюванні впливу державних і міжнародних джерел фінансування на економічне відновлення підприємств.

Paul Osemudiame Oamen, Robert Wesley, Pius Onobhayedo

Despite their evolution from early copper-token schemes to sophisticated digital solutions, loyalty programs remain predominantly closed ecosystems, with brands retaining full control over all components. Coalition loyalty programs emerged to enable cross-brand interoperability, but approximately 60\% fail within 10 years in spite of theoretical advantages rooted in network economics. This paper demonstrates that coalition failures stem from fundamental architectural limitations in centralized operator models rather than operational deficiencies, and argues further that neither closed nor coalition systems can scale in intelligence-driven paradigms where AI agents mediate commerce and demand trustless, protocol-based coordination that existing architectures cannot provide. We propose a hybrid framework where brands maintain sovereign control over their programs while enabling cross-brand interoperability through trustless exchange mechanisms. Our framework preserves closed system advantages while enabling open system benefits without the structural problems that doom traditional coalitions. We derive a mathematical pricing model accounting for empirically-validated market factors while enabling fair value exchange across interoperable reward systems.

Christian Herold, Michael Kozielski, Tala Bazazo et al.

We present the e-Llama models: 8 billion and 70 billion parameter large language models that are adapted towards the e-commerce domain. These models are meant as foundation models with deep knowledge about e-commerce, that form a base for instruction- and fine-tuning. The e-Llama models are obtained by continuously pretraining the Llama 3.1 base models on 1 trillion tokens of domain-specific data. We discuss our approach and motivate our choice of hyperparameters with a series of ablation studies. To quantify how well the models have been adapted to the e-commerce domain, we define and implement a set of multilingual, e-commerce specific evaluation tasks. We show that, when carefully choosing the training setup, the Llama 3.1 models can be adapted towards the new domain without sacrificing significant performance on general domain tasks. We also explore the possibility of merging the adapted model and the base model for a better control of the performance trade-off between domains.

Rui Min, Zile Qiao, Ze Xu et al.

Foundation agents have rapidly advanced in their ability to reason and interact with real environments, making the evaluation of their core capabilities increasingly important. While many benchmarks have been developed to assess agent performance, most concentrate on academic settings or artificially designed scenarios while overlooking the challenges that arise in real applications. To address this issue, we focus on a highly practical real-world setting, the e-commerce domain, which involves a large volume of diverse user interactions, dynamic market conditions, and tasks directly tied to real decision-making processes. To this end, we introduce EcomBench, a holistic E-commerce Benchmark designed to evaluate agent performance in realistic e-commerce environments. EcomBench is built from genuine user demands embedded in leading global e-commerce ecosystems and is carefully curated and annotated through human experts to ensure clarity, accuracy, and domain relevance. It covers multiple task categories within e-commerce scenarios and defines three difficulty levels that evaluate agents on key capabilities such as deep information retrieval, multi-step reasoning, and cross-source knowledge integration. By grounding evaluation in real e-commerce contexts, EcomBench provides a rigorous and dynamic testbed for measuring the practical capabilities of agents in modern e-commerce.

Xiangyu Zeng, Amit Jaspal, Bin Liu et al.

User journeys in e-commerce routinely violate the one-to-one assumption that a clicked item on an advertising platform is the same item later purchased on the merchant's website/app. For a significant number of converting sessions on our platform, users click product A but buy product B -- the Click A, Buy B (CABB) phenomenon. Training recommendation models on raw click-conversion pairs therefore rewards items that merely correlate with purchases, leading to biased learning and sub-optimal conversion rates. We reframe conversion prediction as a multi-task problem with separate heads for Click A Buy A (CABA) and Click A Buy B (CABB). To isolate informative CABB conversions from unrelated CABB conversions, we introduce a taxonomy-aware collaborative filtering weighting scheme where each product is first mapped to a leaf node in a product taxonomy, and a category-to-category similarity matrix is learned from large-scale co-engagement logs. This weighting amplifies pairs that reflect genuine substitutable or complementary relations while down-weighting coincidental cross-category purchases. Offline evaluation on e-commerce sessions reduces normalized entropy by 13.9% versus a last-click attribution baseline. An online A/B test on live traffic shows +0.25% gains in the primary business metric.

M. Aparicio, C. Costa, Rafael Moises

Nowadays, companies know that keeping customers engaged is essential to increase their loyalty. The main goal of this study is to understand the impact of gamification and reputation on the intention of repurchase in e-commerce. Gamification corresponds to the regular usage of game elements in non-game context. This study purposes a theoretical model indicating the determinants of repurchase intention. Here we present an empirical study (survey collected data) within a real e-commerce usage context. Data were analysed with SEM/PLS method. Results indicate a positive impact of trust on the intention to use of e-commerce, on buy frequency and on repurchase intention. Ease of use, usefulness of e-commerce platforms affect intension to use. We verified the impact of reputation on trust, as well as the impact of gamification on the effective use of the e-commerce platforms. Results indicate that gamified e-commerce websites determine usage and use positively influences repurchase intention in e-commerce context.

Jóana Cósta, Rafael Castro

The recent emergence of e-commerce has brought a shifting paradigm into global markets. This revolutionary framework relying upon technological progress has conveyed a new era of commerce. More than ever, businesses are using digital marketplaces to stay relevant and competitive. Suddenly, buying online has become part of their daily routines. Accessibility, flexibility, and convenience make the internet the ideal platform for modern age consumers. Small and medium enterprises predominate in almost every industry generating employment, income, and sustainability. Nonetheless, e-commerce adoption among these organizations is yet to be widely undertaken. This article has a twofold objective: first, it gathers data regarding the emergence of e-commerce adoption by SMEs through a systematic literature review encompassing 32 indexed articles (published between 2003 and 2021). Secondly, it provides a quantitative and qualitative analysis identifying strategic options and guidelines for a smooth digital transition among these players. Lastly, some recommendations to policy makers were clipped to work as facilitators, given SMEs specificities. The future is digital and the struggle for e-commerce adoption and exploitation among these organizations is at the top of the agenda. It is central in maintaining the vibrancy of the business ecosystem, and is therefore a turnkey for economic recovery.

Marzieh Soleimani

Electronic markets have grown substantially, and they are considered an effective form of retail in recent years. Despite such growth, lack of physical transactions between different parties, as well as users' concerns about their privacy and security of transactions in electronic commerce (e-commerce) platforms have jeopardized users' trust. Thus, trust as a key issue for reducing consumers' perceived risk and the successful promotion of e-commerce has motivated many researchers to study it. This paper created a comprehensive and up-to-date framework that synthesized the previous studies in the literature conducted on trust in e-commerce environments. A systematic literature review method was selected to achieve this aim. The initial search in 17 top-ranked information systems journals and conferences resulted in 129 papers that met the inclusion criteria. Then these studies underwent an in-depth examination to determine how trust had been conceptualized in e-commerce environments. Further, the theoretical bases in relation to trust in e-commerce contexts used in the literature were investigated. The study concludes with implications for practice and a critical agenda for future research.